How publishers are changing branded content operations to remotely produce high-res campaigns

Digiday 05 Jun 2020 04:00
June 5, 2020 by Kayleigh Barber

When the New York Times’ branded content division T Brand went remote, Kaie Wiggin, director of video at T Brand, said that several of the projects that they had in production had to pivot their methods of production. 

Some projects, like animated campaigns, were able to still go smoothly. Others, however, required interviews and live action portions of the campaigns to be self recorded using smartphones or conferencing platforms like Zoom in order to ensure that the team wouldn’t fall behind on production schedules. 

This was not an isolated issue for T Brand. The Washington Post’s branded content studio WP BrandStudio and Bloomberg’s Bloomberg Media Studios both found themselves in the same situation. Only concerns came out from the teams about these operational tactics being able to provide the same level of quality that they were used to delivering to their clients. 

“There are some improvisational techniques that people have had to use to keep content production going while being remote,” said Denise Burrell-Stinson, director of content for WP BrandStudio. But she added that the issue of relying on those intermittently is that it is not easy to “maintain the fidelity” of quality that campaigns had prior to the pandemic.

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BrandStudioStinsonDenise BurrellWP BrandStudioAshish Verma
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